产品陈列对极度不一致新产品评价的影响研究

›› 2018, Vol. 30 ›› Issue (9): 97-109,163.

产品陈列对极度不一致新产品评价的影响研究

李东进¹, 金慧贞¹, 郑军²

1. 南开大学商学院, 天津 300071;
2. 延边大学经济与管理学院, 延吉 133000

收稿日期:2016-06-23 出版日期:2018-09-28 发布日期:2018-09-29
通讯作者: 金慧贞(通讯作者),南开大学商学院博士研究生。
作者简介:李东进,南开大学商学院教授,博士生导师,博士;郑军,延边大学经济与管理学院讲师,博士。
基金资助:
国家自然科学基金面上项目（71772092）；国家自然科学基金青年项目（71502120）。

The Impact of Product Assortment on the Evaluation of Extremely Incongruent New Products

Li Dongjin¹, Jin Huizhen¹, Zheng Jun²

1. School of Business, Nankai University, Tianjin 300071;
2. School of Economics and Management, Yanbian University, Yanji 133000

Received:2016-06-23 Online:2018-09-28 Published:2018-09-29

摘要/Abstract

摘要：

在日益激烈的市场竞争中，企业为了成功突围，往往推出与消费者预期极度不一致的新产品，而如何提升消费者对极度不一致新产品的评价是企业将面临的重大挑战。本文从消费者情境层面，针对不同类型极度不一致新产品，探讨了产品不同陈列情境对新产品评价的影响。研究一的结果验证了在不同陈列中，消费者对不同类型极度不一致新产品的评价存在显著差异，相比产品互补陈列，产品替代陈列显著地提高消费者对视觉极度不一致新产品的评价；然而，相比产品替代陈列，产品互补陈列则显著地提高消费者对概念极度不一致新产品的评价。研究二和研究三通过E-prime心理学实验软件进一步验证了其认知机制，发现加工流畅性在产品不同陈列方式对不同类型新产品评价的影响过程中起着中介作用。研究结论为极度不一致新产品研究提供了新视角，并对企业推广新产品具有重要的实践意义。

关键词: 极度不一致新产品, 产品替代陈列, 产品互补陈列, 加工流畅性

Abstract:

Highly innovative products may offer consumers greater benefits than incrementally new products, yet they have a higher fail-ure rate. The current research addresses the challenge faced by new products that are extremely different from existing offerings by draw-ing on the theory regarding the evaluation of schema incongruity. The authors propose that consumers' positive evaluation of extremely in-congruent products will increase when firms use strategies that product assortment and thus the likelihood that consumers will be able to make sense of incongruent new products. The results of study 1 reveal that evaluation of visually extremely incongruent new products will increase when retailers display new product by substitute-based (vs. complement-based) assortment, whereas the conceptually extremely incongruent new products will be evaluated more positively by complement-based (vs. substitute-based) assortment. We use the E-Prime software to explore its underlying mechanism in study 2 and study 3. The underlying mechanism is that substitute-based (vs. complement-based) assortment can be processed more fluently and thus facilitate visually incongruity resolution, which leads to more positive evalua-tion. Whereas complement-based (vs. substitute-based) assortment can be processed more fluently and thus facilitate conceptually incongruity resolution, which leads to more positive evaluation. The current research contributes to the research on new product by finding that product assortment is considered to be one of the major factors of consumers' evaluation of new products. We believe this paper could provide useful implications to companies' strategic extremely incongruent new product promotion.

Key words: extremely incongruent new products, substitute-based assortment, complement-based assortment, processing fluency

李东进, 金慧贞, 郑军. 产品陈列对极度不一致新产品评价的影响研究[J]. , 2018, 30(9): 97-109,163.

Li Dongjin, Jin Huizhen, Zheng Jun. The Impact of Product Assortment on the Evaluation of Extremely Incongruent New Products[J]. , 2018, 30(9): 97-109,163.

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